LOW-COST PROMOTION & MARKETING IDEAS
Promotion and advertising can be a heavy expense, especially for a new business that
wants to make itself known in a community. A home-based business, however, more
often than not, has a very limited budget when it comes to advertising. The home
business owner needs to make the public aware of his or her product or service at the
lowest possible cost.
There are many ways. A pet breeder in a large city was struggling for several years-until
he came up with a novel idea. He started giving away customized "birth certificates" for
the pets he sold. Almost immediately, his sales rose more than 10 percent.
The owner of a new home cleaning service was trying to attract clients. She couldn't
afford much advertising, so she began offering "home cleaning seminars" to civic
groups. After two months of seminars, she was swamped with inquiries and clients.
Promotion often makes the crucial difference between business success and failure.
Customers or clients must know about a business or product line before they'll buy and
they must have a reason to buy.
If you are trying to promote your business now, you can move in one of two directions:
1. You can take the conventional route to promotion and mount an elaborate media
campaign, spending a considerable amount of money.
2. You can let your creative juices flow and mount a low-cost promotion effort, using
a potpourri of attention-getting gimmicks to bring your message to the buying
public.
Now, to be sure, conventional advertising is valuable. If your enterprise is large enough
or if you're selling numerous product lines, you may find that a full-fledged media
campaign is the most efficient and cost effective way to promote your business.
If money is tight, however, or you're not sure you can amortize the heavy cost of a media
campaign over a period of time, the following is a assortment of low-cost techniques you
can try. Not all may be appropriate for your particular business, and certainly it would be
costly to try them all. But you're sure to find some ideas that will work for you.
GIVEAWAYS. People love to receive "free" items, especially items they can use to gain
knowledge or improve their lives. You can base an entire promotional campaign on this
desire. If you're running a furniture repair business, for instance, you could give away a
furniture repair brochure, free furniture planning guides, or color swatches. Once you
begin giving away authoritative information customers will begin to perceive you as an
expert in your field.
NEWS CREATION. Want to get names and news from your business in the local
newspaper? It may be easier that you think. If you don't have any news to report to the
local media, create some. Maybe you've taken on a new associate. Or maybe you're
selling an unusual product line. Or maybe you've opened a free advice center for the
community. Or maybe you've received an award from a civic or professional group.
Local Pennysavers and weekly are often quite interested in business news of this sort
and can help you attract the attention of thousands of people.
EVENTS. You may be able to attract the attention of the media or a crowd by staging a
special promotional event. If you run a fitness classes, for instance, you could stage a
celebrity instructor day. If you're promoting a new real estate business, you can offer
tours of a model home in the area. If you're selling children's products and it's
springtime, you can offer lunch with the Easter bunny. Get the idea?
CHARITY TIE-INS. Are you launching a new product? Trying to increase visibility among
a particular segment of your community? Offer your product to one or more local
charities as a raffle prize or for use at a fund raising event. You'll receive lots of exposure
among people who buy tickets or attend the event.
CONTESTS. Offer a desirable or unique item-or even several items-as contest prizes.
First, find a contest theme that tiers into your business. A caterer might offer a quiche-
eating contest. A photographer might offer a young model contest. A mail order craft firm
might offer an "Early American" handicrafts contest. Invite contest submissions and offer
prizes to the winners. Do contests attract attention? You bet. All it takes is a few signs, a
small press announcement or two, and the word will spread throughout the community
grapevine.
COMMUNITY SERVICE. Nothing brings you to the attention of the people faster-or more
favorably-than community service. Ask yourself how your enterprise can be a "good
neighbor" to your community. If you're running a lawn care and gardening service,
perhaps you can offer one season's services at no charge to a needy charitable
organization or nursing home in your area. Hundreds of people will hear about your work
in the process. Volunteer for various community causes. If appropriate, you can step in
during community emergency, offering products and services to help an organization or
individuals in need.
COUPONING. Americans are very coupon-conscious. Test the market: at what level will
coupons increase the volume of various product or service lines? When you get some
tentative answers, start distributing coupons that offer a discount on your services.
Distribute them to area newspapers, on store counters, in door-to-door- mail packets
(which can often be quite inexpensive), at the public library, at laundromats, at any
location where people congregate.
BADGES AND NOVELTIES. You can easily and inexpensively produce badges, bumper
stickers, book covers, and other novelty items for distribution in your area. You can
imprint your business name and the first names of the customers on many of these
products at little cost and distribute them for free. Or you can tie your novelty program
into a contest: once a month, you can offer a prize to any individual whose car happens
to carry one of your bumper stickers or badges with peel-off coupons, redeemable at
your place of business.
CELEBRITY VISITS. With a bit of persistence, you may be able to arrange to have a
local media celebrity, public official, or entertainment personally-even a fictitious cartoon
character or clown-visit your service. The celebrity can sign autographs, read stories to
children, perform cooking demonstrations, or perform any one of a hundred other traffic-
building activities.
CELEBRATE HOLIDAYS. You'll probably want to celebrate major public holidays with
special sales. But celebrate some of the offbeat holidays as well. Almost every business
has a few little-known holidays. Ever hear of National Pickle Day, for instance? Or Cat
Lovers Month? Once you find the "right" holiday, you can sponsor a special sale or
special product arrange special media coverage of a holiday event.
GO WHERE THE PEOPLE ARE. Can you open sales information booths at community
fairs and festivals? This promotional technique can work for gift retailers, craftspeople,
and personal service firms. If you have the people and the time, can you handle regional
fairs or even trade shows?
MAILING LISTS. Once you begin establishing a committed clientele, gather their names
on a mailing list. Save the names from your mail orders and telephone inquiries.
Eventually, you'll be able to send product circulars or even catalogs to the folks on your
list and you'll be able to promise your products by mail.
SCAVENGER HUNTS. If you want people to buy NOW, offer them an unbeatable deal.
If they bring an old product-a small appliance, a book, whatever-to you, you'll give them
a worthwhile discount on a comparable new item. Or stage a general purpose scavenger
hunt. Customers who bring in three canned goods for your community's food bank will
receive a discount on products purchased that day.
PARTIES. Everyone loves a party. Why not celebrate the anniversary of your business
or some special holiday by offering baked goods and beverages? If you're running a
service business, perhaps you can offer an open house or obtain a small banquet room
in your community. Besides refreshments, be sure the place is brightly decorated.
GREETING CARDS. Do you send out greeting cards to major customers or clients?
Holidays, birthdays, and anniversaries make nice greeting card occasions. Greeting
cards create enormous goodwill and keep your name in front of people.
SEMINARS. In this information hungry age, people love to receive advice, especially
about their personal needs and hobbies. If you sell health foods or run fitness classes,
perhaps you can offer "wellness" seminars during lunchtime to your area's business
community. If you're an interior decorator, perhaps you can offer one-hour decorating
workshops to any group of ten people who will gather in someone's home. If you're
running a printing business, perhaps you can offer tours and layout seminars at your
plant.
If you're not pleased with your promotional efforts today or if you simply must increase
your exposure among customers and prospects-it's probably time to increase your
publicity efforts.
By all means, advertise in the media if you can or must. But don't neglect your greatest
promotional asset-your mind. Ponder the products, services, and events you can offer
the community and devise a creative promotional strategy around them. You'll have to
invest a bit of time and energy in the project, but the payoff will be worth it. You'll save
hundreds-or even thousands-of advertising dollars and, better yet, you'll travel a well-
worn shortcut to profit.